In recent years, the retail sector in Turkey has made a very significant development. This development in the sector brought with it intense competition environment. Especially in fast-moving consumer goods (FMCG) retailers, this competition is felt intensely. Retailers covered in the study are the largest retailers in the Turkish HTM sector (retailler. net, 2016). One of these two retailers is a national discount market while the other is a national supermarket (Rekabet Kurumu, 2016). This study is based on the judgment that the dimensions of brand equity will differ according to these retailer types.

Brand equity can be defined as the additional value to be added to the product by branding a non-branded product (Farquhar, 1989; Keller, 1993; Sriram et al., 2007). Aaker (1991) defined the dimensions of brand equity as brand awareness, brand associations, perceived quality, brand loyalty, and other assets. This work, which has been the subject of FMCG retailers, has been assessed as a consumer-based view that is based on Aaker (1991). In this context, the perceptual dimensions of the brand in the consumer mind will be studied and examined in terms of related retailers.